Your personal injury law firm recently waged a multi-pronged promotion campaign that included traditional advertising methods, such as direct mail marketing. On your mail envelopes, you incorporated QR codes with a view to streamlining engagement.
While tracking the campaign’s performance, you noticed many of your mail recipients scanned the QR codes and landed on your law firm’s destination website. Some have gone as far as to check out your other web pages.
The latter traffic segment no longer constitutes random check-ins. In marketing parlance, it represents leads waiting to be converted into meaningful clients.
But there’s still a decent chance that not everyone who visited your law firm’s website will turn into a client. So, how do you tell that a lead is worth pursuing?
That’s where we come in. Below are signs that make a personal injury lead effective.
1. Generated Over Purchased
There are two primary ways to acquire personal injury leads. You can either purchase the leads or generate them organically.
While buying personal injury leads may be fine occasionally, it’s unsustainable in the long run.
Lead generation yields more quality leads for your business. Besides, the initial engagements established by prospective clients can help nurture long-term customer relationships and build an enduring brand loyalty.
However, insist on personal injury leads for attorneys that are generated specifically for your law firm business.
2. Tailored For Your Business’s Requirements
Choosing organically generated over purchased leads isn’t enough. To assess a lead’s efficiency, ensure they’re adapted for your personal injury law firm.
A lead generation company must familiarize themselves with your unique offerings before kick-starting the lead funneling process. This way, the agency can tailor the process to align with your allocated marketing expenditure and revenue targets.
Simply put, a lead generated in view of your law firm’s offerings is more likely to convert into a client than, say, one generated for legal services in general.
3. Actively Seeking Out Your Services
It’s okay to pitch your law firm’s offerings to future prospects. However, the most effective leads should be individuals who actually require your services now.
Two key criteria here include;
- The person must have sustained a personal injury resulting (partly or wholly) from another party’s negligence
- The victim must be seeking legal representation
Shun leads that have been in previous accidents but aren’t keen on filing for damages. If you must invest additional resources just to convince the plaintiff to press charges (let alone choose your personal injury law firm), then they aren’t a lead worth pursuing.
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4. Interest in Your Specific Services
Personal injuries come in many forms.
Whether it’s a motor vehicle accident, slip and fall, or wrongful death, you want a lead interested in your offerings. This is particularly important if your firm specializes in certain types of injuries.
Personal injuries also vary in the potential settlement values and, by extension, attorney fees. A lead seeking representation for wrongful death would be more valuable than a dog bite victim.
You sure hope you can convert both individuals. But if you’d rather go with one, then the potential for higher settlements makes the wrongful death client worth pursuing.
5. Favorable Case Circumstances
Many professional personal injury lawyers will accept cases they know they stand greater chances of winning. After all, litigation isn’t a game of chance.
So, while validating a lead’s worth, consider the circumstances surrounding their case.
Was the individual partly responsible for their injuries? And if yes, what portion of the blame do they shoulder? Even in jurisdictions that accept shared responsibility for personal injury claims, the claimant must not be over 50% accountable.
Another critical consideration here is the statute of limitations, which vary from one jurisdiction to another.
The injuries must have happened recently enough for the victim to press charges. Otherwise, you’ll need to invoke exceptional doctrines like the discovery rule.
6. Exclusivity
Personal injury lead generation companies cater to numerous clients with a view to maximizing their revenues.
This means one lead may be recommended to dozens of attorneys, denying your law firm the element of exclusivity.
Insist on exclusive leads. These are prospects that are purposely tailored for your business.
While they may be difficult and costly to get, exclusive leads are remarkably easy to convert.
7. Lack of Competing Interests
Has a lead already engaged another personal injury attorney?
If yes, then they’re not the perfect match for your business.
A personal injury victim that has already found an attorney can be exceedingly difficult to win over. That’s regardless if they’re still in the negotiation phase.
Since you came into the picture much later, the lead will always compare your offerings with the other law firm’s.
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8. Competitive Location
Location impacts personal injury attorney fees. Multiple surveys have shown that lawyers in bustling cities like New York, Los Angeles, and Chicago earn more than those in less competitive locations.
Therefore, leads emanating from bigger cities are equally worth pursuing.
Note that several factors may alter these dynamics altogether.
For instance, a lead from a small town may be effective if they’re seeking representation in high-stakes litigations like wrongful death.
9. Convenience and Accessibility
Representing clients often means traveling thousands of miles to their location. This can be inconveniencing and outright expensive, especially for new personal injury law firms.
A local lead may be more effective than someone generated thousands of miles from your jurisdiction of practice. No need to endure hours of flight and thousands in transportation costs.
Besides, scheduling becomes easy when working with local clients.
10. Alignment With Your Overall Branding Approach
A personal injury lead should be aligned with your branding approach to ensure long-term engagement.
Let’s say you mostly promote your law firm online using digital adverting techniques like social media marketing (SMM).
While not a necessity, you’d prefer a lead with some form of social media presence. This makes it easy to reach the individual with subsequent advertisement materials.
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Leveraging Experienced Marketing Agencies in Nurturing Personal Injury Leads
Lead generation is a resource-intensive undertaking.
After identifying a prospect, nurturing them into clients and possibly converting them into loyal patrons is even more daunting. Therefore, the process calls for a concerted, ongoing effort.
You must constantly nurture leads through targeted follow-ups as you strategically guide them on your law firm’s offerings.
Fortunately, you don’t have to do all the legwork by yourself. Not when you can enlist an experienced personal injury marketing agency.
Choose a highly rated advertising firm with impeccable client reviews and technical knowledge of personal injury law. More importantly, the agency should be able to craft a tailored marketing plan that addresses your law business’ unique challenges.
